How Joyya Lives The 10 Fair Trade Principles Every Day
In a world where profit often comes at the cost of people and the planet, Fair Trade dares to ask: What if business could do better?
That question lies at the heart of World Fair Trade Day, observed every year on the second Saturday of May — this year, on May 10, 2025. It's a day when farmers, artisans, activists, businesses, and conscious consumers across the globe come together to celebrate an alternative way of doing business, one that values people over profit, transparency over exploitation, and sustainability over shortcuts.
Fair Trade is a global movement. Over 2 million farmers and workers globally through 1,930 producer organizations in 70 countries. These groups sell over 37,000 Fairtrade products in more than 140 countries around the world. (Source: https://www.fairtrade.net/us-en.html)
The theme for 2025, “Be the Voice of the #BusinessRevolution!”, is a rallying cry for those who believe business can be ethical, inclusive, and just. It’s a call to action for every stakeholder in the supply chain to speak up, stand up, and show up for trade that respects both people and the planet.
At its core, Fair Trade ensures producers are paid fairly, work in safe conditions, and have access to opportunities that empower them and their communities. It also guarantees that environmental standards are upheld, and traditional knowledge and culture are respected.
This isn’t fringe thinking anymore. It’s the blueprint for a more humane economy.
At Joyya, we’ve been asking that same question every day. From the bustling streets of Kolkata, our team is building something different, something radical. A business that empowers rather than exploits. That uplifts communities instead of extracting from them. That trades fairly, pays justly, and grows with purpose.
We are proud to be part of this global revolution, not in theory, but in practice. In this blog, we’ll walk you through how Joyya embodies each of the 10 Principles of Fair Trade and why this isn’t just good business, but the future of business.
The 10 Principles of Fair Trade and Joyya’s Commitment
At Joyya, Fair Trade is more than a label, it’s our everyday ethic. As a Fair Trade Guaranteed enterprise, we actively uphold and embody the 10 core principles defined by the World Fair Trade Organization (WFTO). Here’s how each one comes alive through our work:
1. Creating Opportunities for Economically Disadvantaged Producers
Fair Trade begins with inclusion. Joyya was founded in some of Kolkata’s most marginalized communities, places often overlooked by traditional business models. Here, women who once did not have any option for dignified work now have access to stable, fair employment. We offer training, resources, and jobs that empower individuals to become skilled producers and confident contributors to their families and society.
“I used to feel invisible. Now, I print, sew, and learn new skills. I feel proud.” – Suhani, Joyya Maker
2. Transparency and Accountability
From how we price products to how we report impact; transparency runs through everything we do. We involve local leadership in decision-making, maintain open communication between teams, and regularly share updates with our global partners and customers. Our commitment to accountability isn’t just internal, it’s woven into how we build trust across the supply chain.
3. Fair Trading Practices
Joyya believes in long-term, respectful relationships with everyone, from makers to buyers. We collaborate closely with wholesale and retail partners, never push unrealistic timelines, and uphold contracts fairly. In return, we expect the same level of integrity from those we trade with. Our model is built on mutual respect and sustainable growth, not cutthroat competition.
4. Payment of a Fair Price
We ensure that the price paid reflects the real cost of ethical production. That includes fair wages, safe working conditions, and social benefits. Our makers earn more than the local minimum wage, and our pricing policies are developed with their well-being in mind. This isn’t just good ethics but building long-term economic security for families and communities.
5. No Child Labor or Forced Labor
Joyya maintains a zero-tolerance policy for child and forced labor. We follow strict verification processes and conduct regular audits to ensure every person who works with us does so freely and with dignity. We love children! We invest in them through community and skill development programs, offering educational support and safe spaces for learning and growth.
6. Non-Discrimination, Gender Equity, and Freedom of Association
From the shop floor to the leadership team, women drive Joyya. We actively challenge social norms that limit women’s roles and provide pathways for them to step into positions of influence. Our hiring practices are inclusive, our leadership training is focused on women, and all team members are free to express concerns and organize.
“When I joined Joyya, I didn’t know how to speak up. Now I help others find their voice too.” – Shefali, Team Leader
7. Ensuring Good Working Conditions
Our production spaces are safe, clean, and intentionally designed to be positive and inclusive. Team members have reasonable working hours, breaks, health benefits, and access to mental health support. Whether it’s the brightness of the screen printing unit or the laughter during lunchtime, we believe dignity at work is non-negotiable.
8. Providing Capacity Building
Training is central to how Joyya works. Through Joyya Collective, we equip team members with practical skills, sewing, screen printing, education, and also offer leadership, financial literacy, and digital training. Our program nurtures the next generation of changemakers by combining employment with mentoring and personal growth. Did you know? Joyya has an all-women football team as well :)
9. Promoting Fair Trade
We don’t just practice Fair Trade — we spread the message. Joyya regularly hosts visitors from around the world, speaks at community events, and shares stories across social media and blogs to raise awareness. We’re proud to be part of a global movement changing how people think about what they buy and why.
10. Respect for the Environment
Joyya is deeply committed to conscious production. We use 100% organic cotton, reduce fabric waste by making products from offcuts, and avoid harmful dyes and chemicals. Our products are recyclable, and our processes are designed to be mindful of environmental impact, because fair trade includes fairness to the earth. Read: Behind our label.
These ten principles aren’t theoretical; they’re the rhythm of life at Joyya. From small choices to big decisions, from the first print on a tote to the final stitch on a T-shirt, we choose fairness every day.
Be the Voice, Live the Revolution: Join the Fair Trade Movement
Fair Trade isn’t just about buying better, it’s about believing in better. Better wages. Better futures. Better ways of doing business that honor people and the planet.
As we mark World Fair Trade Day 2025, the theme “Be the Voice of the #BusinessRevolution!” isn’t just a slogan — it’s an invitation. To speak up. To show up. To shop differently.
At Joyya, every product tells a story of courage, dignity, transformation, and hope. When you choose a Joyya bag or tee, you’re not just making a purchase — you’re casting a vote for a world where trade is just, communities are thriving, and business is truly human.
Be part of the movement. Support the revolution. Choose Fair Trade. Shop Joyya.
Because real change doesn’t start with systems.
It starts with YOU.
